The 2024 Paralympic Games have been a standout moment, not just for ParalympicsGB, who exceeded their Tokyo 2020 medal haul, but also for Channel 4, who has achieved great success in capturing the public’s interest. With a reach of over 17 million viewers within the first week—a 4% rise from Tokyo 2020 and a substantial leap in younger audience viewing—Channel 4 has firmly established itself as the home of the Paralympics since it began broadcasting it in 2012. The network’s 12.8% share of the 16-34 audience surpassed even the much-celebrated London 2012 Games, reflecting the growing appeal of Paralympic sport to new demographics.

However, what makes this achievement particularly notable is Channel 4’s commitment to accessibility. This year, they’ve doubled down on ensuring that all viewers, regardless of ability, can engage with their content. 60% of ads incorporated subtitles and audio descriptions into their Paralympic-themed ads. By actively encouraging advertisers to adopt these practices, Channel 4 isn’t just ticking boxes—they’re leading the charge on inclusivity in media.

As I mentioned in a LinkedIn post earlier this year, following a thought-provoking talk by Bobi Carley from ISBA at the Campaign TV Advertising Summit, this is a movement that I strongly support. Accessible media should be a given, not an afterthought, and Channel 4’s Paralympic coverage has set a new benchmark for how broadcasters and brands should approach inclusive content.

While specific data on the accessibility of ads is still somewhat limited, it’s worth noting that 20% of the UK population is either visually or hearing impaired, yet only a fraction of adverts include subtitles or audio descriptions. The growing trend of brands integrating these features into their campaigns represents a major step forward. The leadership demonstrated by Channel 4 is inspiring advertisers to make accessibility an integral part of their campaigns, not just an optional extra. This shift reflects a broader understanding that inclusive media reaches wider, more engaged audiences, particularly among younger viewers who prioritise social responsibility.

Looking ahead, it will be fascinating to see if Channel 4 continues its accessibility drive beyond the Paralympics. Given the success of this year’s coverage, it seems likely that the network will build on this momentum and continue to champion accessible content across its broader programming. Brands, too, are now faced with the challenge of maintaining these new standards, ensuring that accessible media becomes not just a trend tied to special events, but the new norm across all TV advertising.